I'll qualify myself by saying I've done a lot of ecommerce, roughly $1.5M on my own ecommerce stores over the last few years.

Also, I am probably your target customer. Married, 3 kids, gift giver.

At first glance, great idea and great execution. I like the design, and the concept seems to make sense. It gives you a sort of "aha, that is smart" moment. I felt like you need to move your Get Started button under the 1-2-3 steps, where I actually decided I wanted to get started.

In addition, the gift choices look like good ones. Limited choice, high quality, decent value for the price.

Now let me tell you why I probably won't convert, and maybe you can apply this to other customers: I naturally feel inclined to put this decision off until later. The idea of making these choices now and forgetting them in a few weeks is a bit scarry. Will I remember what she's getting on V-day? Birthday? What if I find another great present later and buy it, then this seems like an awkward side gift? Could I get a better deal if I just pick these up at a florist myself? The jewelry seems pretty inexpensive, is it any good? Ahh I think I should just put this off. Too much thinking when the deadline is so far away.

</thoughts>

So, I don't want you to respond to these thoughts, but consider what they mean for the business and your conversion rate. The best way to increase conversion is to understand the target customer.